More visitors, lower costs: OutDoor in transition

• Intensive exchange with brands and retailers
• More exhibitors, more visitors, lower costs
• New hall formats and more meeting rooms
• Expansion of the conference program
• Exchange, feedback, finalization: The next steps

Since the announcement of the basic concept, the trade fair partners have intensified the dialog with brands and retailers. The new concept is being developed in close coordination with the main advisory board of OutDoor and a newly founded retailer advisory board is being developed.

The feedback so far has been overwhelmingly positive and shows the industry's strong interest in intensive cooperation. A survey conducted by the EOG among its members confirms this: for a large proportion, the future of the international trade show is important and unity in the industry is essential for the success of the event.

We have been really encouraged by the level of engagement and enthusiasm that there has been for our vision to reshape OutDoor. Crucially, this has come from all parts of the industry, and from all over Europe. Brands, retailers and other shareholders in the show have all offered positive feedback, along with constructive suggestions of how to enhance the concept even more. The consultation will continue and is a key element of finalising the format of the show, which will be ready to launch in full in October.

- Tobias Gröber, Director ISPO Group

Everyone who has contributed to this process so far has recognised that the agreed mechanism for addressing major topics such as the European outdoor industry’s international trade show, is through collaboration and unity. It has been clear so far that colleagues recognise how important OutDoor is to our sector and want it to succeed. That can only be achieved by working together and the threat of fragmentation has much wider and more serious implications. We are keeping our promise to fully engage and consult, and so far, the overall response to that from across the trade has been very positive

- Matt Gowar, EOG President

In the first phase of concept development, the trade fair partners presented concrete goals that they want to achieve with the changes at OutDoor. These include

• an increase in retail visitors of 20-30%
• a 20% increase in the number of exhibitors (with a particular focus on brands) and
• a targeted 20% reduction in costs for exhibitors.

Brands and retailers agree that OutDoor can remain a significant platform for all parts of the outdoor trade if the right changes are implemented. There is a consensus that the trade show needs to offer more return on investment, better efficiencies, a more balanced financial burden and stronger brand and retailer representation.

The feedback on the radically new design of the trade fair environment is very positive. Brands welcome the new hall format, which aims to improve the visitor experience and make participation more accessible for many exhibitors. Changes include 'freestyle' areas with size restrictions and a focus on smaller presentations showcasing innovations and product concepts as well as deeper brand stories.

All participants have approved the plans to introduction of numerous additional meeting rooms including pre-built rooms that can be booked by the hour, day or for the entire trade show. This development has been well received by retailers, who previously had no place for their teams to meet at the trade show. The new proposals allow them to rent a comfortable workspace away from the main areas of the halls. The introduction of additional meeting rooms is also part of a wider strategy to better spread the financial burden and to ensure that everyone doing legitimate business at the trade show contributes to the financial stability of the event.

Retailers have also made it clear that they want to attend an event that will help them increase sales and service levels, and not just as a shopping opportunity. Plans to expand the conference program within the trade show, with more retail-focused topics and practical ideas and solutions, have been well received. Topics of particular interest - which are also relevant to other visitors and exhibitors - include Retail technology/digitalization, social media know-how and the latest insights and ideas on the in-store experience and point of purchase.

In addition to the changes in format, a key part of the project will be the introduction of a new approach to customer relationship marketing. This will enable trade show organizers to directly address different target groups within the industry with relevant, tailored information about the trade show and their participation. This change is not just about new software or a larger database, but is a targeted attempt to create an ongoing dialog between the trade show and all its key stakeholders.

The first steps have been taken - but this is just the beginning, the development process is in full swing. The main advisory board and the newly founded retailer advisory board are intensively involved in developing the concept. Transparency is an important factor here: further details on the new concept will follow shortly.

The final concept for OutDoor 2025 will be presented in full in October - in good time for all stakeholders to plan their participation and set budgets.